In recent years, there is the rage of road running. Will it become fashion or will it be the craze? Regarding the said rage, this study explores the causal relationship between road running participants' participation motivation, flow experiences and enduring involvement in order to serve as theoretical and practical analysis and provide suggestions for development of sports industry. It collects 223 questionnaires of road running participants in Taiwan and conducts statistical analysis by SPSS, AMOS. Important research findings are shown below: 1) road running participants' participation motivation positively influences flow experiences; 2) road running participants' flow experiences positively influence enduring involvement; 3) road running participants' participation motivation positively influences enduring involvement. The managerial implication of this study was that if people's motivation to participate in a road race is increased, the people have the opportunity to experience the feeling of flow, such as spiritual enjoyment and intrinsic satisfaction. Most road race participants' initial motivation might be simply to release stress, but once they have experienced on several occasions a feeling of flow in a road race and have experienced spiritual enjoyment and intrinsic satisfaction, they will have added motivation to continue participating in road races.